LET’S GROW – BORD BIA’S 2021 GARDENING CAMPAIGN

The successful GroMór campaign ran for 7 years with sponsorship from Bord Bia and other industry partners. This year, Bord Bia will take on the gardening campaign, rebranded as Let’s Grow. Campaign names were tested in an online survey, and Let’s Grow was judged to best fit the campaign objectives of making gardening and growing, easy and accessible to less knowledgeable and new gardeners.

The campaign information will be housed on the Bord Bia website and new assets such as videos and social media content are being developed, to help build a community of gardeners. There will be a calendar of planned activities, including PR, social media content and targeted digital advertising, all sending the consumer back to the gardening pages on the Bord Bia website which will be the anchor for content.

The campaign was developed to reflect the interests of the 2.6 million gardeners in Ireland, the new ‘lockdown’ gardeners and younger gardeners, many of whom are renting, and also the increased interest in growing food. The campaign will focus on how gardening can be an enjoyable and successful activity for everyone, when armed with the right information, and also on plants that grow well in Ireland. The current garden centre listing will be improved with a map link, with an ambition to compile a plant finder for Irish grown plants, by searching by seasonal interest, growing conditions, or colour. ✽